2022 Annual Review: Revenue, Wins and Learnings
Last year I decided to start publishing all the behind-the-scenes and ins and outs of my business here on my blog.
As part of that I made the commitment to publish a monthly review for each month of 2022 which included all my revenue, social metrics, expenses and what I’ve been working (you can read all those monthly reviews here if you’re interested).
This post is a summary of all of those posts and a roundup of the revenue I made in 2022, what I learned during the year and some of my thoughts as we head into 2023.
Why I do these posts…
When I was first starting my business I used to find these sorts of posts from other business owners hugely inspiring. They used to help me see what was possible with my business and gave me something to aspire to.
I also try and be a role model for other women (and particularly mothers). Lots of the business posts I have read in the past have been from men and I want to try and show women that it is possible to be a mother and a successful business owner. You CAN have it all and do it in a way that works for you and your family.
But I have to admit that hitting publish on the reviews each month does make me feel a bit uncomfortable. As my business grows I worry the posts come across as ‘bragging’. I also worry that some of the business and revenue goals that I have been hitting start to feel unattainable to lots of my community - and therefore make the posts overwhelming rather than inspiring.
Whenever I talk about revenue I also worry that it’s a bit crass or that I shouldn’t be doing it (including for personal safety reasons) - so I’m definitely up in the air about whether or not I continue to publish these reviews publicly in 2023 (I will still be continuing them privately no matter what as they have been so helpful for me).
I would love to hear your thoughts on this if you feel like sharing with me - please email or DM me on Instagram and let me know :)
Anyway - all of this to say that if you are the sort of person who gets triggered by people sharing their revenue/income or things like that then this probably isn’t the right blog post for you so perhaps just jump out now.
And with that out of the way - let’s get into my 2022 Annual Business Review.
Summary of 2022
2022 has been another massive year for me - both personally and professionally.
Let’s start with a quick summary of the main things that happened…
🧠 survived and recovered from major brain surgery as well as a number of other smaller, less invasive surgeries as well. I have another major craniotomy surgery coming up in February 2023 🥺
👴🏻 moved my Dad to a nursing home and packed up his 88 years of belongings. I have watched his health decline rapidly over the past 6 months and he is now in palliative care :( This has been very challenging and I’ve not talked much about this publicly.
💸 best ever revenue year in my business with over $2 million in revenue. My goal was to hit $2 million for the year, which we did in early December, so I was very pleased with that.
💻 created and launched my Online Course Creator program and have had nearly 300 students enrol in that program so far, with some fantastic new courses launched by students.
🏖️ relaxing family holidays to Gerringong, Brisbane/Noosa and Byron Bay
🏡 more than 7000 students in my SketchUp and business courses globally
💭 created daily content for my community (that’s you guys - thank you!)
📦 moved house in December (to a rental for the next year or so while we renovate our other house)
🚗 bought a Tesla - and we like it so much we’ve actually now bought another one to replace our second car, which is due to be delivered in a few weeks
🥳 enjoyed my life, business and what I’m putting out into the world - which I think is the ultimate sign of success
Overall, given the fact that many months of my year were spent recovering from major brain surgery, I’m pretty happy with how the year has gone.
I also continue to be surprised and proud of my personal resilience when difficult life events are thrown at me.
Managing challenging situations is becoming a muscle I am forced to flex often in my life and people often message me and say things like ‘they feel sorry for me’ or ‘how sad they are for me’ or ‘how do I do it’.
But despite everything that’s going on I’m honestly as happy as I’ve ever been :) And what I always tell people is that they, too, would find it in themselves able to cope if they were thrown difficult challenges as well. The way I see it is what alternative do I have - just give up and feel sorry for myself? I’m not that sort of person.
OK with that summary out of the way, let’s have a look at a brief overview of each month this year.
January
January revenue was $141,980
Wins/learnings/what happened:
Strong revenue month to start the year
Wrote daily blog posts (after doing the Ship 30 for 30 program, which I’ve just signed up to do again this year)
Good balance of relaxing and being productive while the boys were on summer holidays
February
February revenue was $127,575
Wins/learnings/what happened:
Remade my SketchUp beginners course for 2022 - a big project
Another strong revenue month, especially given I was in hospital and on bedrest for a week after one of my brain procedures
Continued daily blog posts which seemed to be improving organic sales. ROAS (return on ad spend with Facebook and IG ads) were up and ad spend was down.
Went to Denfair with my sister in Melbourne. We have been going together for many years now (she’s also a designer) and that was fun. But Denfair itself was quite a disappointment this year.
March
March revenue was $152,649
Wins/learnings/what happened:
Remade SketchUp to Layout course
Everyone in the family got COVID (for the first time) - we were all pretty sick and this took a long time to recover from
Wrote a blog post pretty much every day - only missed a couple of days. That was now 3 months!
While I had COVID I took Justin Welsh’s courses on LinkedIn and content creation and Virginia Kerr’s course on making better reels. Both were helpful in different ways - I’m always keen to be learning new things.
Decided to split my brand into two parts - The Little Design Corner for SketchUp and design stuff and Clare Le Roy brand for business tips and content related to that (this ended up being a bad decision which I have recently changed back, but I’ll come to that later)
April
April revenue was $112,192
Wins/learnings/what happened:
Did an owner builder course as we originally thought we were going to renovate our house and I was going to project manage it (have since changed out minds on this - more below)
Took time off over school holidays and had a holiday in Gerringong
Continued to write my daily blog posts - nearly 4 months by this stage!
Felt a bit lazy and unproductive and slacked off a bit on content creation - saw a bit of a hit in revenue as a result of this.
This showed me that taking the foot off discipline and consistency in content creation and lead generation does have an impact on business growth and revenue.
May
May revenue was $103,469
Wins/learnings/what happened:
Moved my Dad to a nursing home and cleared his unit ready for sale. This was an absolutely massive project as he had 88 years of belongings that needed to be sorted out, donated, sold, thrown away and cleaned up. It also took a lot of time to research nursing homes, visit them and find the right place for him.
I continue to write my daily blog posts - was now up to 5 months of this!
Business and revenue remained respectable despite me hardly working for the month (as my Dad’s move took most of my time that month). Overall revenue was lower than I was hoping for that month.
June
June revenue was $301,000
Wins/learnings/what happened:
Raised SketchUp prices due to newly made course and updates (plus the fact that people kept telling me they felt the course was too cheap for the value they got from it)
Ran a pre-launch for Online Course Creator program (my new course on how to create an online course)
Extremely productive getting started with creating the new program
Still kept writing daily blog posts - 6 months now!
After a couple of months of feeling unproductive I kicked it up many notches and worked really hard in June
This month was the highest ever revenue in one month for the business (record was broken a few months later as you’ll see below). This was for a few reasons:
I ran a ‘reverse sale’ prior to raising the prices for my SketchUp course, which encouraged a number of people who had been thinking about joining to do so before the prices went up. This brought in a bit of an injection of revenue. (Read more about the ‘reverse sale’ in this post if you’re interested)
I pre-launched Online Course Creator, which also brought in additional revenue.
I remade my SketchUp webinar and this then converted much better than it used to
Hit a PB with deadlifts (85kg) - yay! But put my back out at the same time (boo!)
July
July revenue was $199,000
Wins/learnings/what happened:
Spent the first half of the month getting Online Course Creator completed - which meant 15 hour work days for many weeks.
Paul and the boys went to the snow for a week so this gave me uninterrupted time to work on it. It was definitely one of the most challenging business projects I had ever set myself
Launched Online Course Creator on 18th July with 156 founding students
More daily blog posts - 7 months now!
Had major brain surgery (a craniotomy) in late July - which I lived through :)
Smashed my business goals for the month, despite having brain surgery. I had hoped for 100 founding students in OCC and got more than 150 and I was very happy with revenue that month as well obviously.
August
August revenue was $121,000
Wins/learnings/what happened:
Took most of this month to rest and recover from my brain surgery, which took a lot longer than I was expecting (and was a lot harder than I was expecting)
Launched a webinar and evergreen funnel for Online Course Creator
Managed daily content creation, despite not feeling great for most of the month
Continued daily blog posts - 8 months of these!
Despite not really working all that much I was happy that revenue didn’t dropped too much. It once again shows the power of having an online courses business and how amazing this business model is.
Got back to daily walks after my operation
Signed a contract for our pool build and picked up our new Tesla Model Y :)
September
September revenue was $194,065
Wins/learnings/what happened:
Got back to training and started to feel more fit again (and more like my old self)
SketchUp YouTube channel refreshed with new videos uploaded
House plans finalised and drawn up (this has all since changed again!)
Stopped daily blogging after 9 months - here’s why [side note, I have a renewed enthusiasm to start this habit up again so I probably will do that from January 2023]
Set a project plan and the timeline for a second course creation program that I was planning (but later put on hold)
Felt very unproductive again that month, which was making me feel bad about myself. But I was still very much in recovery mode after my operation. This is a lesson going into my next operation - it takes me a lot longer to get back to my ‘old self’ than I was expecting. That’s because my body has been through a major trauma and needs to recover!!
October
October revenue was $168,000
Wins/learnings/what happened:
Enjoyed a holiday in Brisbane and Noosa
Created a new lead magnet for Online Course Creator and started promoting this
Started to feel stronger at training again
Started planning for Black Friday weekend sales
Otherwise felt pretty unproductive again that month!
November
November revenue was $395,697
Wins/learnings/what happened:
Created and launched my new Notion templates (something people had been asking for)
Record results from the Black Friday weekend sales
Record revenue month for the business
Started weekly posting to YouTube
Got through another brain procedure and came out the other side :)
Regained my pull up strength - 25 unassisted pull ups!
Made some decisions about our home renovation and found a rental property to move to while we fix up the house.
December
December revenue was $96,016
Wins/learnings/what happened:
Moved and settled into our new house
Had a great holiday in Byron
Completed my planning for 2023 and feeling excited about what’s to come
December sales are always slow (I know this from previous years) but we still did fairly good revenue despite this.
Hosted Christmas for my family in our new house 🎄
Booked in for my next major brain surgery - boo. It’s on the 21st of February 2023 😢
I made a plan to remerge my CLR and TLDC brands again. It was too stressful running multiple brands and trying to build CLR up from scratch in the online business space. I also realised I don’t really like hanging out that much in the online business space as it feels super spammy and not aligned with how I like to do business. I also think there’s so much untapped potential in what I’m offering the design community that I want to try and improve that in 2023.
Other stuff about 2022
I hit my annual revenue target for 2022 of $2 million. In fact, in the end the annual revenue was $2,112,642 (if I added that up correctly haha) - crazy! 🤯
I also crossed over $5 million in total revenue in just over 3 years, which is also so unbelievable. If you had told me 4 years ago that this is what would be happening I would never have believed you!!! It shows what’s possible with courage, discipline and hard work.
The more content I create the less we are spending on paid advertising for the courses - the good news about this is that I love creating content (it’s the part of my business I love the most) so moving into 2023 I’ve got lots of plans for how to create even better content for the community
I continue to love the journey of building my business. I love creating things that I hope will help other people in some way and I love the game of business itself. This is what drives me each day - not trying to make more and more money. The money is obviously an amazing side result but what makes me happy and fulfilled is the content creation side of things and helping other people - that’s what gets me up each day (at 4am haha!)
One thing I continue to be incredibly grateful for is how my business model supports the ups and downs and challenges of life. I can work for 8 hours a day on my business or I can take a few months off and only work a few hours a day, like I’ve done quite a bit of this year. But despite this my revenue and growth across my social platforms have continued to grow in 2022. If I had still been working as a designer through all of this I would have found life so much more stressful and I would have taken a massive revenue cut as I wouldn’t have been able to take on many client projects with all the personal and health challenges that have been going on this year. So that’s one lesson that’s so important from this year - keep revenue diversified and not tied to my time.
Going back through my monthly reviews I noticed that I felt talked about feeling unproductive for a lot of the year. BUT….I have decided to look back on this and give myself some compassion. I have had multiple brain procedures this year, including one of the most difficult operations a person can get through (a craniotomy). Having a year of just resting and getting over that operation is totally normal and as I head into my next major operation in February of this year I need to remember that it’s going to take me many, many months to feel better again - and that’s OK!!!
I continue to love the early mornings. Even during my recovery period from brain surgery I was still getting up at 4am and tinkering away at the things I felt like doing. I love the quiet of the early mornings - it’s such a great time of day for me.
Looking towards 2023
Here’s some of the stuff I want to do in 2023:
We are going to fix up lots of back-end stuff that we have been wanting to do for years - e.g. boring things to do with analytics reporting, the Facebook pixel and things like that. I’m going to leave a lot of this to Paul as I literally find all that sort of stuff beyond boring LOL!
I want to make a new website and update my branding - create the ‘grown’ up version of my brand
I want to create even more and even better content for the design community
I want to make my content more about the community than it is about me - feature other designers and their businesses and projects they are working on. Make this more of a content hub for the entire design community rather than only me sharing my thoughts and opinions
I want to use my Clare Le Roy (personal) brand to just share content and stuff I love and the behind-the-scenes stuff as well - i.e. make content for fun, not for an algorithm! If people like it that’s great, if they don’t that’s fine too as the worst that will happen is I’ll have a record of ideas and content about my year no matter what
I’m going to be kind to myself as I recover from my next brain surgery in February. It took me 3-4 months to feel like my old self after my surgery this year so my goals before July of this year are going to be very relaxed - but I plan to really kick into gear from the middle of the year so watch out! 💪🏻 💪🏻 💪🏻
We are rebuilding our house this year - so we are very excited about that as well and I plan on sharing lots of content as we move through that process
I’ve just re-started the Ship 30 for 30 program (which is an online writing program). Last year I wrote daily blog posts for quite a lot of the year after doing this program. I’m going to commit to the goal of the program, which is to write every day for 30 days, and then see how I feel about daily blog posts after that. So lots of blog posts coming your way soon :)
Thanks for reading and catch you in my next post :)
Clare x
Dr Clare Le Roy
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